The Art of War in Retail: Distraction (Marketing and Selling)

Chapter 4
Distraction is the art of stalling, even redirecting Opposition as they enter the battlefield, often slowing them down, confusing them, and making them less wary of your advances.

Sale Signs- A great way to distract the Opposition, especially before and just as they enter the battlefield. These are visual aids prepared on the battlefield to move the flow of traffic in a certain direction, they can catch the eye, catch the interest and turn the Opposition’s attention in that direction. In this way, you can also fortify your troops in those locations before the Opposition arrives–because you are expecting their arrival. With knowledge of Terrain and Streams, you will also know where best to place Sale Signs. Many times this can turn a dead-zone into a place which says, “Hey, attack here!”

Sale Shouts- You can also ensure you win a battle by announcing a sale at the right time, depending on the skill-level of the Opposition such a tactic is very useful. Many cannot resist the lure of a sale. One of the best Code-words, or statements is, “This is very popular, we only have a few left, you better get it now, or it will be sold out later!” “I see you looking at these shorts, you should check out these, too, because they’re very popular and they just went on sale!” You give urgency and attention to the products you want, thus moving the flow of traffic. You may even bring one item to show them, like bait, attracting them elsewhere.

Displays and Mannequins- Visual displays are supposed to present the Opposition with a battle-plan which you are prepared for. Perfect outfits encourage the Opposition to attack where you want them to and what you want them to. In this way, you always want to make sure the best Soldiers are presented–troops you have a lot of and have trust they will sell–and when they are defeated and taken away, another Soldier must be ready and worthy of the replacement.

“Have you seen?” Homework- Often, when troops are devastated or their numbers are dwindling, a General must redirect traffic, altering the stream when possible. In this way, a General can take note of which Soldier is being attacked, and other possible troops who can take similar damage–is one cardigan running out, find the next best cardigan, and send the Opposition to battle against it. “Have you seen?” works very well at redirecting traffic. You are the General, and you should know best what Soldiers you have available, and when you should send those Soldiers into battle.

The art of distraction also comes down to noticing what the Opposition is wearing–their style, the colors–and pointing out similar options as a way to expand their wardrobe. Many people enter the battlefield revealing everything about themselves before they even speak–use their information to your advantage.